Snapdragon, Manchester United, and (RED): A Powerful Partnership for Global Health

This past weekend, the world of football witnessed an event that transcended the boundaries of sport. Manchester United, in partnership with Qualcomm Snapdragon and (RED), unveiled a special-edition kit during their Premier League clash against West Ham and the Women’s Super League fixture against Arsenal. For the first time, the iconic red shirt bore the (RED) logo, symbolizing a united front in the fight against AIDS and global health injustice.

The Launch: A Weekend to Remember

On May 10th and 11th, the men’s and women’s Manchester United teams took to the pitch wearing limited-edition shirts emblazoned with the (RED) logo, replacing the Snapdragon branding. This bold move was made possible by Qualcomm, who, as Manchester United’s principal shirt sponsor, exercised a unique clause in their agreement: the ability to donate the coveted shirt space to a charitable cause for one match each season.

The impact was immediate and profound. Fans across the UK and around the world tuned in, not just to watch their favorite players, but to support a cause that has affected millions globally. The limited-edition shirts were made available for purchase, and match-worn kits were auctioned off, with all net proceeds going directly to the Global Fund, a leading organization in the fight against AIDS, tuberculosis, and malaria. The Bill & Melinda Gates Foundation further amplified the impact by pledging to match all proceeds, doubling the funds raised.

The Story of (RED): A Legacy of Impact

To fully appreciate the significance of this partnership, it is important to understand the history and mission of (RED). Founded in 2006 by U2 lead singer Bono and activist Bobby Shriver, (RED) was created to harness the power of the world’s most iconic brands and consumers in the fight against AIDS. The idea was simple but revolutionary: by partnering with companies to create (RED)-branded products, a portion of the proceeds would be donated to the Global Fund.

Since its inception, (RED) has raised over $785 million, impacting more than 325 million lives. The majority of these funds have gone to sub-Saharan Africa, where the AIDS epidemic has hit hardest. Through (RED)-supported grants, millions have received life-saving antiretroviral therapy, HIV testing, prevention education, and support for children orphaned by AIDS. The organization’s innovative model has not only generated substantial financial resources but has also raised awareness and reduced stigma around HIV/AIDS.

The Global Fund: Saving Lives, Transforming Communities

The Global Fund, established in 2002, is one of the world’s largest and most effective financiers of programs to combat AIDS, tuberculosis, and malaria. With over $65 billion invested and more than 65 million lives saved, the Global Fund operates in more than 100 countries, supporting locally driven initiatives that address the unique needs of each community.

(RED) is now the largest private sector contributor to the Global Fund, demonstrating the immense power of public-private partnerships. The funds raised through initiatives like the Qualcomm, Manchester United shirt launch go directly to programs that provide HIV treatment, prevention, and care, as well as support for broader health systems. This integrated approach not only saves lives but also strengthens communities, enabling them to better respond to future health challenges.

Football’s Unique Power to Drive Change

Football is more than a game-it is a global language spoken by billions. Few clubs embody this universal appeal better than Manchester United, whose fanbase spans continents and cultures. By leveraging their platform for good, Manchester United is setting a new standard for social responsibility in sport.

Marc Armstrong, Chief Business Officer, Manchester United, emphasized the significance of this partnership: “We are very proud of our Manchester United Foundation and many of our partners work quite closely with the Foundation. But this is a whole different level for us. It is the first time we have had a charity brand on the front of our shirt, and we are really excited about what we can build from here.”

The Role of Qualcomm Snapdragon

As the main sponsor, Qualcomm Snapdragon has played a pivotal role in making this partnership possible. Known for powering most of smartphones in the world, Snapdragon’s involvement goes beyond technology. By donating their highly visible shirt space to (RED), they have demonstrated a commitment to corporate social responsibility and global health.

Don McGuire, Qualcomm Chief Marketing officer told me: “A brand has to have soul, especially for the next generation. This partnership is our way of showing that Snapdragon stands for more than just performance-it stands for purpose.”

This move also highlights the evolving nature of sports sponsorships, where brands are increasingly expected to stand for more than just commercial interests. Snapdragon’s decision to spotlight (RED) exemplifies how technology and sport can collaborate to address some of the world’s most pressing issues.

(RED)’s Model: Brands, Consumers, and Collective Action

(RED) has a long history of partnering with leading brands to create special-edition products that raise both funds and awareness. From Apple’s (PRODUCT)RED devices to limited-edition Nike gear and Starbucks promotions, (RED) has shown that ethical consumerism can drive real change. Each purchase of a (RED) product contributes directly to the fight against AIDS, making it easy for consumers to make a difference.

The Qualcomm, Manchester United collaboration brings this model to a new audience, harnessing the passion and loyalty of football fans. By wearing the (RED) shirt, players and supporters alike become ambassadors for the cause, spreading the message that together, we can end AIDS.

The Road Ahead: A Movement, Not Just a Moment

The launch of the (RED) shirt is more than a one-off campaign-it is the beginning of a movement. As the limited-edition kits become collector’s items, their true value lies in the lives they help save and the communities they empower. The partnership between Qualcomm, Manchester United, and (RED) serves as a blueprint for how sport, technology, and philanthropy can unite for a common purpose.

Jennifer Lotito, President and COO of (RED), summed it up perfectly: “Putting (RED) on the front of Manchester United’s shirt means our message reaches billions. There is no platform more powerful for inspiring global awareness and action than the Manchester United brand.”

The Qualcomm, Manchester United and (RED) partnership is a testament to the power of collective action. By coming together, football fans, brands, and global health organizations are making a tangible impact in the fight against AIDS. As the world watched Manchester United take the field in their (RED) shirts, they saw more than just a football match-they saw hope, solidarity, and the promise of a healthier, more just world.

This is not just a campaign; it is a call to action and on my part, I hope many will answer it.